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Facebook Ads: How to Build an Ad that Gets Clicks

Date post:27-Aug-2014
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Facebook Ads are quickly becoming the go-to online advertising avenue for businesses. With unheard of targeting, the ability to socially endorse your advertisements, complete mobile integration and a 35% lower cost-per-conversion than the online average, you can see why. If you’re looking for one of the best option for online advertising, with 70% of companies experiencing a 300% or more return on their ad spend, look no further. This comprehensive article will give you a step-by-step walk-through for building a great Facebook Ad that gets Clicks. We’ll go through creative best-practices, dive into the most awesome targeting abilities currently available online, outline the analytics you need to know, and even get into A/B testing your Facebook Ad to increase Click-through-Rates. So let’s get started.
  • Facebook Ads: How to Build an Ad that gets Clicks
  • Facebook Ads: How to Build an Ad that gets Clicks 1 Step 1: Setting your Creative 2 Step 2: Targeting your Facebook Ad 3 Step 3: Deciding your Facebook Ad Spend 4 Step 4: Understanding your Facebook Ads Performance 5 Step 5: A/B Testing Introduced
  • 1 Step 1: Setting your Creative
  • Step 1: Setting your Creative: Choosing your Headline and Body Copy Your ad headline and and body copy are what increase your Facebook Ads clickthrough-rate, while your image attracts the eye. Ad text is where you use a great Value Proposition and encourage people to find out more. 5 Ideas for your Ad Headline: Calls-to-Action like Enter to Win or Lose 20 Pounds! Dollar amounts The word Free Your brand name (if its recognizable to your audience) A Value Proposition like Win a Free Getaway! or Learn A/B Test Secrets We recommend you include your brand name somewhere in your text, but (unless its easily recognizable and popular) not within your headline. Instead, choose text that will grip the reader, sell them on your subject, and encourage them to engage now.
  • Step 1: Setting your Creative: Choosing your Ad Image Your image is what attracts a Facebook users eye. It needs to be colorful, bright and interesting to stand out. Recent studies show that a picture of a happy, smiling persons face creates the most engagement for Facebook Ads. Use a simple image, with very little to no text. Although Facebook Ad best practices state image size should be around 1200 x 600 pixels, weve found as long as youre at least 144 x 72 youll be okay. Use your own judgment (and the Wishpond Ads preview) to be sure your image looks clear and appealing.
  • 2 Step 2: Targeting your Facebook Ad
  • Step 2: Targeting your Facebook Ad: Targeting by Location Targeting by location is pretty straightforward. Running a spa weekend getaway contest? It doesnt make any sense to target Cambodian Facebook users, so limit your ad by the realistic reach of your business. Advertising an ebook? Go with every English-speaking country on the planet! Facebook Ads cant be targeted to two specific cities within two different countries (both New York and London for instance). Youll have to create two different advertisements or campaigns to do so.
  • Step 2: Targeting your Facebook Ad: Targeting by Age and Gender Age and Gender can limit your Facebook Ads Reach metric substantially. This can improve click-through-rates, as the people who see your Ad are more likely to click on it. Or it can decrease our overall conversions by not showing it to enough people. Pro tip: Views matter: Remember that Facebook Ad Click-through-Rates are calculated by dividing Clicks by Views. A CTR of .1% is not necessarily fantastic, if only 400 people saw your ad. Whereas a CTR of .03% is awesome if 4000 people saw your ad.
  • Step 2: Targeting your Facebook Ad: Targeting by Precise Interest and Broad Category This is where Facebook Ads get awesome - targeting your ad at an audience who has all but told you theyre interested in your product beforehand. Precise Interest targeting allows you to define your advertisement target by what they are interested in: Listed interests Activities Education and job titles Pages they Like Apps they use Groups to which they belong Broad Category targeting allows you to target your audience based on what they ve included in their timelines: Relationship status Political leanings Travel Birthdays Job Title Recently moved
  • Step 2: Targeting your Facebook Ad: Targeting by Custom Audience Facebook Ad tools will allow you to import your business contacts from email, phone numbers, CRM tools and MailChimp or SalesForce accounts. No longer are you targeting by age group, gender or specific interest and hoping youre right. Now youre targeting by name, literally. Youre targeting people who have already engaged with your brand and encouraging them to do so again. An ecommerce company who targeted their email list found a 43% conversion rate increase among sign-ups and a 30% decrease in cost-per-lead.
  • Step 2: Targeting your Facebook Ad: Targeting by Lookalike Audience Once youve found success with a custom audience, Facebook Ads can be targeted by Lookalike Audience. This matches your existing contact list with similar Facebook users - giving you a list of people with the same demographics and interests, optimized for conversions. A great way to use this function is for lead generation: Run a Wishpond contest Generate a great email list of the contests participants Run another contest with a similar prize and format using a Lookalike Audience Exclude the first contests participants entirely Generate a whole new set of similar leads!
  • 3 Step 3: Deciding your Facebook Ad Budget
  • Step 3: Deciding your Facebook Ad Budget Determining your Facebook Ad budget is a vital part of the Facebook Ad process. Luckily, most Facebook Ad Tools (including Wishponds) give you a sneak peek into the possible reach of your ad and how many clicks you can expect on your ad per day. In order to increase your ads Clicks we recommend you put time and effort into optimizing your ad: Choose a great image that grabs the attention of Facebook users 1 2 Create a strong value proposition by advertising a discount, coupon, or sweepstakes 3 Optimize your Facebook Ad copy with an effective headline and a solid Call-toAction 4 Target your Facebook Ad as specifically as you can, while keeping your ads Reach high enough that your CTR results in significant numbers
  • 4 Step 4: Understanding your Facebook Ads Performance
  • Step 4: Understanding your Facebook Ads Performance Understanding your Facebook Ads performance is essential for a successful campaign. You need to know when your ads no longer effective, and recognize what s working well for you so you can implement it in the future. We recommend focusing your attention on these four metrics: 1 Views: How many times your Facebook Ad showed on a users News Feed 2 Clicks: How many times your Ad was interacted with - a click-through to your website or contest landing page 3 Conversions: Conversions are the amount of real-world actions your page sees 4 Spent: Viewing how much you actually spent per day allows you to increase, or decrease, your maximum daily ad budget
  • 5 Step 5: A/B Testing Introduced
  • Step 5: A/B Testing Introduced A/B testing is a strategy in marketing in which two versions, A and B, (the Control and the Treatment) are tested against each other. The goal is to identify changes that increase the chance of the what you want to occur, occurring. 1 When we A/B Test a Facebook Ad, were looking at five different variables: A/B Testing the image 2 A/B Testing the title/headline 3 A/B Testing the body copy 4 A/B Testing the details 5 A/B Testing the target audience
  • Step 5: A/B Testing Introduced: Images Your ads image is what grabs the attention of your target Facebook user. Maybe its the color, maybe its the image itself. Whatever it is, you need to be sure its eye-catching, intriguing, and colorful. 1 Lets say your Facebook Ad control image is a pair of designer sunglasses. Here are 4 Facebook Ad Image A/B Test Ideas: Test the same sunglasses being modeled by a smiling female model 2 Test the same sunglasses on a red background 3 Test the same sunglasses modeled on a smiling male model 4 Test a different pair of sunglasses
  • Step 5: A/B Testing Introduced: Title/Headline After your image, your title is the most important factor in catching the eye of your audience. We recommend a value proposition for your Facebook Ads title. Here are 3 Examples of Great Value Proposition Titles: 1 Try AcmeTools for Free! 2 Win a $500 Shopping Spree 3 Kick-Start your Career
  • Step 5: A/B Testing Introduced: Body Copy Without good copy all youve got is someone to pay attention (which is a feat in itself on Facebook, but 100% immaterial if theyre not clicking through). The body copy of your ad is where you communicate the why. 1 2 Your body copy is also what is most affected by your target audience: Consider targeting parents and changing your copy to do your kids need? or do you deserve a break? Consider targeting middle-management professionals and changing your copy to boss hounding you? or do you need a raise?
  • Step 5: A/B Testing Introduced: The Details One of the amazing things with A/B Testing (and sometimes the most surprising) is how effective a small change can be. A border around your image, a slight shadow, the word now within your body copy, or the subtl
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